Piping Hot Creativity22/11/10

TJ has unveiled its latest collaboration with TBWA, Italy for client KME- the world’s largest manufacturer of semi-finished copper and copper alloy products. The shots for their global print and online campaign combined our expertise in CGI and post-production, producing five unique and dynamic photo-real images of conceptual installation pieces set within a gallery.

The campaign, launched today, combines our expertise in CGI and retouching to produce five unique and dynamic photo-real images of conceptual copper sculptures set in a gallery space. The campaign illustrates the benefits and versatility of copper (and it’s alloys!), across five distinct themes: design, energy, comfort, idea and protection. The concept was led by the metallic element’s versatile properties and finish: it provides a plethora of practical applications and aesthetic solutions for the modern home.

From the initial brief, TJ was able to generate exciting designs for the copper sculptures and create complimentary gallery spaces – to best showcase the extraordinary range of copper products available. The client wanted the five images to be as realistic as possible. For each image we created a sculpture of sparkling copper pipes, with unique copper products interwoven within them…our challenge was to give the objects a sense of scale (even when seen from above) and make them appear reflective and appealing, whilst also sitting convincingly in the gallery space. Working to a very high resolution, we paid considerable attention to fine detail, scratches & blemishes and did a great deal of research into the plethora of materials we’d be generating to make sure they were convincing. To make the roofs and windows convincing (elements one is familiar with seeing in an outdoor environment) and suspend disbelief, we brought some of the familiar reflective “cues” – i.e a hint of the blue of the sky, into the gallery space to give a familiarity which added to the sense of realism.

An additional challenge involved designing the sculptures to fit within both a landscape and portrait composition. Working alongside our in-house retouch team, we were able to create a single very high resolution image that, thanks to great care in setting up the limitations of our frames from the start – worked for both crops. Our retouch department completed all the images working their magic to refine the raw 3D image by carefully balancing and refining tones, adding further texture, and lighting effects and generally polishing up a shine where appropriate! Our history as retouchers and our experience in handling metals, liquids and reflections combined with our relentless attention to detail helped us turn this tightly scheduled project around swiftly, whilst maintaining the uncmpromising standards we are renowned for.

Francesco Guerrera, Executive Creative Director, TBWA\Italy, said: “It has been a really complex project, which required a lot of attending and fine-tuning of KME materials and products. But the great team of professionals at TJ helped us overcome any logistical problems. We chose them, not only because we needed a good team to assist us, but also one which would bring added-value to our creative solutions. Quality is important to us, so we always look for professionals. Together with TJ we made a brilliant team.”

Leave a Comment